case D$-17$ Banyan Tree Holdings: Creating a Brand with IMC From the humble beginnings of its first Phuket resort,

which was developed on an abandoned tin mining site

and launched in $1994,$ Banyan Tree Holdings Limited has

expanded into over $40$ locations across some $20$ countries, with a strong presence in Asia and the Middle East.

What started as a small, privately owned business has

rapidly expanded into a publicly listed, multimilliondollar company with numerous international accolades.

The success story of the Banyan Tree brand is the result

of a carefully cultivated reputation for the luxurious resorts and premium service which characterize the Banyan

Tree lifestyle. Through this strategy, Banyan Tree has

appealed to various groups of customers who value the

brand for its exclusive and distinctive touch.

Banyan Tree Holdings Limited makes use of strategic

marketing to cater to a range of diverse consumer groups that

have particular needs and preferences. As a leading manager

and developer of premium resorts, hotels, and spas in the

Asian region, it operates Banyan Tree Hotels and Resorts,

Angsana Hotels and Resorts, as well as the integrated resort

Laguna Phuket. The company also manages the spas of the

Indian$-$owned Oberoi Hotels and Resorts.

Banyan Tree Holdings Limited$$s two award$-$winning

brands take the statuesque banyan and angsana trees as

icons, which convey the company$$s natural and Asian$-$based

identity. Also known as the holy $$Bengal tree of the

Buddha,$$ the banyan tree exemplifies serenity, wisdom,

longevity, and, crucially for a leisure$-$oriented company,

rebirth. The Banyan Tree brand appeals to highly affluent

travelers with the themes of romance, intimacy, and rejuvenation associated with its luxury retreats. In contrast, the

Angsana brand was created as a sister brand that targets

younger and more adventurous travelers through its exuberant, sophisticated, and environmentally conscious themes.

BANYAN TREE HOTELS AND

RESORTS

Banyan Tree Holdings Limited is committed to two core

experiences: $(1)$ each Banyan Tree property is designed

to fit into its natural surroundings, using original materials as much as possible to reflect and preserve the landscape and architecture of the destinations; and $(2)$ guests

are pampered with a warm and friendly retreat experience

that showcases Banyan Tree$$s signature blend of romance, rejuvenation, and exotic sensuality$.$

Eleven award$-$winning luxury resorts in destinations

as varied as Bahrain in the Middle East and Lijiang in

China come under the banner of Banyan Tree Hotels

and Resorts. Each property is unique in its design and

concept, yet all share Banyan Tree$$s attention to exclusivity in location, luxurious facilities, and a strong emphasis on design that incorporates the traditional culture

of each setting and complements the natural beauty of

the surrounding environment. Banyan Tree Hotels and

Resorts cater to those who place a premium on exclusive and unique locales, with a penchant for the indulgent, luxurious, and exotic. These high$-$end customers

desire personalized service, ambience, and design, and a

self$-$contained, personal retreat with private and tasteful

amenities.

Launched in $2007,$ the Banyan Tree Private Collection is a destination club that offers its members a

week$$s stay at signature villas in the most picturesque

locales worldwide, at the cost of a one$-$time membership

fee and annual dues, thereby ensuring well$-$heeled,

Banyan Tree regulars immediate access to the Banyan

Tree experience around the world. The membership also

comes with exclusive discounts at all Banyan Tree properties, on$-$site concierge services, and vacation planning

services. As membership is transferable and holiday

costs under this scheme are protected from inflation, the

Banyan Tree Private Collection also holds appeal for investors.

Another complementary offering, Banyan Tree Residences provide an opportunity to invest in a signature

villa, apartment, or townhouse within the auspices of

Banyan Tree Hotels and Resorts. These properties can be

found in Bangkok and Phuket, Thailand; Lijiang, China;

Bintan, Indonesia; and Mayakoba, Mexico. As annual return on their investment, owners enjoy a range of other

privileges, including $60$ days of complimentary use of

their property every year and membership to the exclusive Banyan Tree Residence Club.

case D$-17$ Banyan Tree Holdings: Creating a Brand with IMC

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Alternate Cases

$37$

ANGSANA HOTELS AND RESORTS

Launched in $2000,$ Angsana Hotels and Resorts is the sister brand of Banyan Tree. Designed as contemporary